"In the world of marketing, the thing is simple: you have to be special, different, special. You have to have what others don’t have. You have to know how to inspire, and you will only be able to do that if you inspire yourself. Something that especially deserves to be talked about, to be noticed. That is something extraordinary. New. Interesting. It's a blue cow. Boring is invisible. Boring is a brown cow"Wrote Seth Godin, marketing guru and author of the world bestseller Blue Cow.
One of the blue cows in our tourism is certainly located in Šibenik-Knin County. Admittedly, they had all the prerequisites to be just a boring brown cow, but
solely because of the people who lead and develop this great tourism story, they chose the harder but right path, and by their example became a real case study or a positive example globally as revitalizing dead capital and turning it into top tourism content.
And they could have been a classic institution at the expense of the budget.
They could stick to the status quo.
They could "wait" for money. They could do without EU funds and wait for the State to revitalize them who knows when, if ever.
They could only be a "dead" exhibit.
They could follow trends, not create them.
They could only sell the view alone, not the whole story.
They could sell Montana sandwiches and Chinese plastic souvenirs.
They could do without augmented reality and new technologies.
They could do without concerts, conferences, promotions…
They can work until 16.00pm and not work on weekends.
They could do it, not work.
They could have been brown cows.
They could, but they didn't.
Just the opposite of the above. Šibenik fortresses are self-sustainable, generate added value, use groceries and souvenirs from local producers, have their own club of friends of Šibenik fortresses with over 4000 members, and this year alone they have organized about 50 different entertainment and cultural events. They also became the stage for various European promotions. They think globally and act locally, develop a cultural community and are a place of meeting, education, culture, interaction, crying and laughing, strong emotions and experiences… but their story has not stopped, on the contrary, they continue to grow boldly and visionarily and push forward as cultural hopes. tourism.
After the revitalization of the fortress of Sv. Mihovil and Barone, it will be the turn of the remaining two fortresses as a unique cultural and historical story and a complete tourist product. In the first ten months of Šibenik Fortress was visited by about 180.000 visitors, and the fact that is news for the headlines is that Sibenik fortresses financially self-sustaining.
And that is why the Šibenik fortresses are where they are. All thanks to proactivity, the destruction of the status quo, the need to add value and to become a real tourist attraction. Another proof of how it is possible and how it is up to the people. Not only have the Šibenik fortresses become an integral part of the tourist offer of the city of Šibenik, but they are the leaders in the development of tourism.
And how everything looked like in this tourist season, see the attachment.
PS They could have done it without the "cost" of making this video, but they are very well aware that this video will be just another piece of the puzzle for attracting new sponsors for next year.
Source: Photo / Video: PUBLIC INSTITUTION IN CULTURE FORTRESS OF CULTURE ŠIBENIK